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L'Oréal Canada finds beauty in programmatic buying

Wednesday, July 29, 2015 | 1:45 PM

Cross-posted on the DoubleClick Advertiser Blog

While global sales of L'Oréal Luxe makeup brand Shu Uemura were booming, reaching its target audience across North America proved challenging. By collaborating with Karl Lagerfeld (and his cat, Choupette) and using DoubleClick Bid Manager and Google Analytics Premium, the campaign delivered nearly double the anticipated revenue.


Goals	Re-introduce and raise awareness of the Shu Uemura cosmetics brand in North America Drive North American sales of Karl Lagerfeld’s Shupette collection for Shu Uemura Grow the Shu Uemura email subscriber list

Approach	Organized website audiences with Google Analytics Premium Used programmatic buying to lead prospects down the path to purchase Leveraged a range of audience data in DoubleClick Bid Manager to buy paid media in display and social channels

Results	Drove almost 2X the anticipated revenue Exceeded CPA targets and achieved a 2,200% return on ad spend (ROAS) Increased web traffic and email subscribers